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Høyer Hails Singapore’s Part in Badminton Growth

BWF President Poul-Erik Høyer recently met with key BWF stakeholders in Singapore – and took time to pass on tips to youth aspiring to follow in his illustrious footsteps.

During his brief trip last week, the 1996 Olympics Men’s Singles gold medallist noted “Singapore has played a critical role in the development of badminton with home-grown companies – OSIM International and Enterprise Sports Group (ESG) – heavily involved with the prestigious BWF World Superseries”. Additionally, he pointed out the Singapore Open is an important tournament on the BWF World Superseries circuit.

OSIM International, a leading brand in well-being and healthy-lifestyle products, is the first global title sponsor of the BWF World Superseries. ESG is a sports marketing and consultancy firm, serving as the exclusive sponsorship agency for the BWF World Superseries and BWF Major Events, including the just-concluded BWF World Championships as well as the Sudirman Cup and Thomas/Uber Cup. ESG also helps BWF in evaluating bids by cities vying to host events.

Høyer, who was accompanied by BWF Secretary General Thomas Lund, held discussions with OSIM Founder, Chairman and CEO Ron Sim (BWF home page - right: receiving gift from Høyer) before visiting the Singapore Sports School (SSP), home of the Singapore Badminton Association (SBA). He and Lund, who is also a two-time World champion, thrilled junior badminton players by participating in a short game with them (centre below: Høyer partners Ryan Ng).

The young athletes, consisting of SSP players and members of SBA’s national intermediate squad, then listened as the BWF President talked about experiences and lessons from his career in top-level badminton. Høyer also said he hopes BWF can build on “the relationships we have with Singapore and explore more opportunities such as hosting marquee events at the new Singapore Sports Hub”.

ESG Founder and Managing Director, Terence Khoo, and David Sim, ESG Director, accompanied the BWF guests and highlighted the value of brands partnering with badminton and the BWF across Asia.

“The high-intensity nature of badminton provides for spectacular and exciting entertainment. Being one of the top two sports in Asia, badminton attracts a huge fan base and is a fantastic marketing platform for brands to reach out to their customers,” said Khoo.

“The OSIM World Superseries has reached out to 630 million households and generated USD350 million in broadcast value for OSIM. We have reached great heights with BWF and will continue to nurture this relationship to continue the growth of badminton globally.”

BWF President Poul-Erik Høyer (right) and BWF Secretary General Thomas Lund play badminton against juniors from Singapore Sports School.

BWF President Poul-Erik Høyer (second left) talks about badminton to students at the Singapore Sports School.

Students at the Singapore Sports School and members of the Singapore Badminton Association’s national intermediate squad get a lasting momento of BWF President Poul-Erik Høyer and BWF Secretary General Thomas Lund's visit.